Facebook has deprioritised business and media content in the newsfeed to add a renewed importance to the family and friend posts that originally helped build the social network. Publishers dependent on Facebook for traffic will need to reassess their strategy. Mark Zuckerberg announced a major overhaul of Facebook’s News Feed algorithm that would prioritise “meaningful social interactions” over “relevant content” on Thursday, one week after he pledged to spend 2018 “making sure that time spent on Facebook is time well spent”.
He said, “Recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other,” CEO Mark Zuckerberg explained in a post on Thursday.
Then he added something else surprising: Facebook expects the change will mean that people will spend less time using the service.
“Now, I want to be clear: by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down,” he wrote. “But I also expect the time you do spend on Facebook will be more valuable.”
"We will also prioritise posts that spark conversations and meaningful interactions between people. To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion.
We will also prioritize posts from friends and family over public content, consistent with our News Feed values."
What types of Page posts will show higher in News Feed?
Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. . If you don’t have one of these yet, consider creating one ASAP!
Using “engagement-bait” to goad people into commenting on posts is not a meaningful interaction, and will be demoted in the News Feed.
What can do publishers do to get around the changes?
Employ a paid ads stratagy. Facebook’s huge, global audience combined with the ability to target your ad by demographics, location, interests, and behaviors allows you to access the exact people who are most likely to want to buy your products or services so you only pay to expose your brand to people who might be interested in doing business with you.
The key organic changes in stratedgy will be around live video, groups, posting quality content and encouraging users to opt into seeing posts at the top of their feed. “See First” in News Feed Preferences will help ensure they see posts from your page.
Some other tips
Post timely information that makes sense for your business.
Post quality content.
Avoid “spammy” content.
Don’t just post sales updates.
Use rich, high resolution images and video
Respond to commenters.
Vary the times you post updates to reach everyone on your Page.
Tag other Pages in updates (when relevant.)
Vary content in updates, i.e. images, links, videos, etc.
If you'd like more help with social media marketing on Facebook or any other platform please feel free to contact me and I will answer any questions you may have.